Inside Gen Z’s Sustainability Conundrum

Everyone wants to save the planet…until it costs more than $20.

That’s the paradox of my generation. Gen Z is often hailed as the most eco-conscious and socially aware cohort, rallying for climate justice and championing sustainability. But beneath that glossy surface is a harsh contradiction. Our closets often tell a different story: overflowing with $5 tops and overnight delivery. While we care deeply about the environment, the high cost of sustainable fashion, paired with social media pressure and economic instability, puts us in a bind. In an era dominated by fast fashion, micro-trends and Instagram aesthetics, ethical consumption has become a privilege, not a norm. If we want to close the gap between values and actions, both brands and consumers need to evolve. Sustainable choices must become not only available but accessible, and brands must assume greater responsibility in transforming the fashion landscape.

It’s no secret that younger generations crave change. But it’s also no secret that we’re financially constrained. Sustainable brands often cost three to four times more than fast fashion, making ethical clothing out of reach for students and young professionals. The convenience and ultra-low prices of fast fashion often forces ethical purchasing to take a backseat to instant gratification. To make matters worse, social media reinforces a culture of constant consumption. I’ve seen how friends, influenced by social media, turn to Shein and PrettyLittleThing to affordably stay on trend. I recall a video featuring a group of influencers invited to one of Shein’s factories in China. One of them, Dani Carbonari, claimed Shein had a low carbon footprint and only produced what was needed. This curated PR moment painted a misleading picture, one that many followers believed. Yet behind the crafted image is a troubling reality of greenwashing, exploitation and misinformation. Many influencers took the brand’s word at face value without verification. If even they are misled, how can we expect young and impressionable consumers to dig any deeper on their own?

According to the 2023 CCI & Cotton Incorporated Sustainability Survey, about 45 pecent of U.S. consumers say sustainability has little to no influence on clothing purchases simply because they don’t think about it. If we see more sustainability in everyday life—social media, clothing websites, schools, and workplaces—it becomes second nature. However, when fast fashion dominates our feeds and celebrities like Meghan Markle wear Zara or Kourtney Kardashian launches a “sustainable” BooHoo collection, it sends a conflicting message. If wealthy public figures are shopping fast fashion, how can someone living paycheck to paycheck feel motivated to spend $150 on a sustainably made sweater? The fashion industry is one of the world’s largest polluters, accounting for 20 percent of global wastewater and 10 percent of global carbon emissions, according to the UN Environment Programme. That said, researching a fashion company’s ethics feels trivial when you’re worried about job security, inflation, or whether you’ll ever own a home. That’s the weight Gen Z is carrying.

Some argue that consumer behavior is the key to solving this crisis. “Just shop sustainably or thrift,” they say. But that line of thinking oversimplifies the issue and shifts responsibility away from the people who actually shape the industry. Yes, individual action matters, but systemic issues require systemic solutions. Gen Z has lived through economic recessions, a pandemic, rising tuition, and now the unaffordability of housing and basic necessities. We’re a generation that wants to be hopeful, but constant exposure to bleak headlines has left us disillusioned. It’s not apathy. It’s burnout. I’ve seen TikTok comments that capture this perfectly: “I know Shein hauls shouldn’t be a thing, but for someone broke like me, Shein is a candy store,” and “100 people boycotting Shein isn’t going to do anything. The world is messed up and there’s nothing we can do.” That’s not laziness; it’s a learned feeling of helplessness. Meanwhile, most fast fashion shoppers don’t know the names of the brands’ suppliers, the working conditions involved, or the environmental toll of their purchases. Even if they try to research it, the information is unavailable and ambiguous. How can we make ethical decisions if we don’t have the facts?

The reality is, in my opinion you can’t be a large-scale fashion retailer and claim full sustainability. It’s fundamentally contradictory to mass production. What brands can do is commit to continuous, transparent improvement. Sustainability should not be siloed in one department; it should be embedded across every level of the business. That includes rethinking auditing processes, updating traceability data, designing with eco-conscious materials and monitoring workplace conditions. Brands can track and reduce carbon emissions across their logistics networks and offset those emissions responsibly. Even corporate offices can play a role, from waste management to energy-efficient lighting.

Educating consumers is equally important. Instead of promoting hauls and hyper-consumption, brands can partner with creators who champion mindful shopping. Consumers want to shop better, but they need guidance. According to First Insight and the Wharton School, 73 percent of Gen Z consumers are willing to pay more for sustainable products, but only if they trust the brand. That trust must be earned through transparency, education and consistent action. This means ditching vague green claims and providing clear, digestible information about environmental impact and labor practices. It also means redefining what’s aspirational by promoting capsule wardrobes, offering repair programs, resale platforms and rental services. Make longevity fashionable again.

To companies: don’t wait for federal mandates or industry-wide standards. Be the one to set them. It’s certainly easier said than done with the complexity of global supply chains, legacy infrastructure, and profit pressures, but if executives truly believe in creating a better future, they’ll find innovative ways to balance ethics and economics. We need leadership that isn’t afraid to face this challenge head-on, even if the path forward is imperfect. This is about long-term strategy, not short-term marketing. We need to design businesses that are resilient, ethical and prepared for the future. With the right systems in place, the right education, and the right leadership, we can make sustainable fashion the standard rather than the exception.

Prateeksha Prabhakar is a business student at The Ohio State University, pursuing a major in Operations Management and a minor in Fashion and Retail Studies. Her interest in fashion and sustainability began at a young age, from designing in elementary school, independently researching workplace safety concerns in middle school, and founding her high school’s Fashion Club to promote conscious consumerism. Through internships at Nordstrom and Victoria’s Secret, she has worked to integrate sustainability into strategic initiatives and operational planning. A recipient of the Fashion Scholarship Fund and the NRF Ray Greenly Scholarship, Prabhakar aspires to transform the fashion industry through ethical leadership, transparency, and innovation in retail.